Learn Copywriting in 76 Minutes – Harry Dry

Harry is a master copywriter — and that’s not hyperbole. With Marketing Examples, he’s taught over 100,000 people how to write copy that rips. And guess what? You’re next.

Copywriting is the wrapper of success for every company. It’s the difference between Snickers, the bestselling chocolate bar in the world (“You’re not you when you’re hungry”) and a chocolate bar that looked and tasted just like Snickers, but went out of business in 2006. (Ever had a Fuse bar? Yeah, neither have we.)

Good copywriting burns into your brain, seeps into your guts. And in this episode, you’re going to learn how to write it.

Harry and David get down-and-dirty with the most important principles of copywriting. You’ll learn “The Three Rules” of good copy. You’ll compare ads that worked with ads that didn’t. You’ll get an inside look into how Harry writes his copy, down to his favorite software and tea of choice.

If you want to grow your marketing skills, this is your Harry-sent solution. Come learn the art of masterful copywriting.

SPEAKER LINKS:
Website: https://marketingexamples.com/
Newsletter: https://marketingexamples.com/newsletter
Twitter: https://twitter.com/harrydry
Instagram: https://www.instagram.com/marketing_examples/
LinkedIn: https://uk.linkedin.com/in/harrydry

00:00:00 Introduction
00:01:57 Harry’s Three Rules
00:03:20 Can I visualize it?
00:06:15 Can I falsify it?
00:08:46 “Imagine you can’t talk you can only point”
00:09:55 Can nobody else say it?
00:10:40 Why learn copywriting?
00:13:55 Fire round!
00:14:15 “They don’t write songs about Volvos”
00:15:15 Athletic Greens is clean
00:16:50 Apple's “1000 songs in your pocket”
00:18:35 We love Volvo’s ads
00:19:40 That legendary Economist ad!
00:20:48 The line that created desire for diamonds
00:21:46 You sit down. You write copy. What’s the process?!
00:22:34 Piece 1 — “Who you’re talking to”
00:24:40 Don’t write it on a Google Doc
00:25:46 Piece 2 — “Having something to say”
00:27:35 Piece 3 — “Saying it well”
00:29:45 Harry writes an ad (with screen sharing)
00:41:49 Harry explains another ad he wrote!
00:43:34 Tesla’s Copywriting is Good
00:45:02 “First line. Second line.”
00:45:54 Facts. Facts. Facts!
00:50:14 Harry’s Newsletter
00:51:04 How’d you write a newsletter
00:52:44 Every example has conflict
00:53:16 Loom’s Positioning
00:54:11 Every paragraph is two lines
00:55:06 “Walk me thought this intro”
00:56:44 How Harry writes simply
00:57:22 Kaplan’s Law of Words
00:57:50 The strength of an idea is inversely proportional to it’s scope
00:58:49 A good paragraph is like a burrito
01:00:39 Structure is wildly underrated
01:03:24 Your standards are your work
01:04:36 How do you create conflict in copy
01:05:49 Why AI can’t write copy
01:09:44 “Silence and action”
01:11:29 Writing example (John Steinbeck)

PODCAST LINKS:
Website: https://writeofpassage.com/how-i-write
Apple: https://podcasts.apple.com/us/podcast/how-i-write/id1700171470
Spotify: https://open.spotify.com/show/2DjMSboniFAeGA8v9NpoPv

ABOUT THE HOST:
I’m David Perell and I’m a writer, teacher, and podcaster. I believe writing online is one of the biggest opportunities in the world today. For the first time in human history, everybody can freely share their ideas with a global audience. I seek to help as many people publish their writing online as possible.